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Strategic Marketing Management

Strategic Marketing Management will teach you all aspects of building a strong strategic marketing plan, from generating genuine market insights to implementing your marketing plan from start to finish.

The curriculum is integrated along the Columbia Strategic Marketing Planning Model, and explores three critical phases essential to the success of a strategic market approach: market insights, strategy development, and program design.

Through interactive sessions and hands-on planning exercises, you will gain a comprehensive command of all the elements necessary to design and implement effective marketing strategies that deliver value to your organization.

You also will have the opportunity to directly apply your learning to your own company and markets through various clinics and a personal case.

The learning format has proven highly effective both for seasoned marketing professionals and for executives with new marketing responsibilities.

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How You Will Benefit in the Current Context

The program takes a highly-integrated and strategic approach to the marketing planning process which is essential to developing long-term value and creating a sustainable competitive advantage.

"As Columbia's flagship program in marketing, Strategic Marketing Management has shaped the marketing thinking of more than 11,000 business executives worldwide."

"The program is intense — typical days go from 8:15 am to almost 10:00 pm — and challenging. It is unique in that it covers a highly integrated curriculum in a very action-learning-orientated fashion: combining interactive class discussions with extensive planning exercises, short buzz sessions, and reviewing participants' own marketing challenges."

"Participants can expect to leave the program exhausted yet refreshed, with a stronger mastery of essential processes and tools for strategic marketing management."–Michel Tuan Pham, Faculty Director

Summary of Benefits

Master all aspects of building and implementing a successful marketing plan

Gain superior insights about your customers and competitors

Learn how to identify strategic marketing opportunities and develop a winning strategy

Learn how to determine how to price to maximize value for your company and customers

Develop action plans that can be implemented right away

Upon completion of this program, you will earn six days towards a Certificate in Business Excellence. Learn more.

CURRICULUM

The classroom for Strategic Marketing Management is a dynamic one that includes discussions, networking, reflection, personal cases, clinics, and consultations. The program provides market insights related to your company, competitors, and customers. In addition, sessions on strategy development allow participants to assess opportunities more accurately and create an appropriate core marketing strategy.

Strategic Marketing Management is designed for mid- and upper-level executives. Past participants represent a wide range of marketing responsibilities from business to business, business to consumer, and nonprofit sectors.

Program Details

Upcoming Sessions

Overview

The curriculum is integrated along the Columbia Strategic Marketing Planning Model, and explores three critical phases essential to the success of a strategic market approach: market insights, strategy development, and program design.

Through interactive sessions and hands-on planning exercises, you will gain a comprehensive command of all the elements necessary to design and implement effective marketing strategies that deliver value to your organization.

You also will have the opportunity to directly apply your learning to your own company and markets through various clinics and a personal case.

The learning format has proven highly effective both for seasoned marketing professionals and for executives with new marketing responsibilities.

Upcoming Sessions

Benefits

How You Will Benefit in the Current Context

The program takes a highly-integrated and strategic approach to the marketing planning process which is essential to developing long-term value and creating a sustainable competitive advantage.

"As Columbia's flagship program in marketing, Strategic Marketing Management has shaped the marketing thinking of more than 11,000 business executives worldwide."

"The program is intense — typical days go from 8:15 am to almost 10:00 pm — and challenging. It is unique in that it covers a highly integrated curriculum in a very action-learning-orientated fashion: combining interactive class discussions with extensive planning exercises, short buzz sessions, and reviewing participants' own marketing challenges."

"Participants can expect to leave the program exhausted yet refreshed, with a stronger mastery of essential processes and tools for strategic marketing management."–Michel Tuan Pham, Faculty Director

Summary of Benefits

Master all aspects of building and implementing a successful marketing plan

Gain superior insights about your customers and competitors

Learn how to identify strategic marketing opportunities and develop a winning strategy

Learn how to determine how to price to maximize value for your company and customers

Develop action plans that can be implemented right away

Upon completion of this program, you will earn six days towards a Certificate in Business Excellence. Learn more.

Program Details

Upcoming Sessions

Curriculum

The classroom for Strategic Marketing Management is a dynamic one that includes discussions, networking, reflection, personal cases, clinics, and consultations. The program provides market insights related to your company, competitors, and customers. In addition, sessions on strategy development allow participants to assess opportunities more accurately and create an appropriate core marketing strategy.

Program Details

Upcoming Sessions

Audience & Testimonials

Strategic Marketing Management is designed for mid- and upper-level executives. Past participants represent a wide range of marketing responsibilities from business to business, business to consumer, and nonprofit sectors.

Testimonials: Return on Learning

Julia MerkelESPRIT, SVP Global-HR
– “The return on investment is the chance to trigger business and people with the latest research, cutting edge and inspiring methods for evaluation and development, and leadership with collective power.”